Mystery Shopping : anonyma iakttagelser ur ett kundperspektiv

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Companies need to receive feedback in order to understand how they should adjust to shifting demands in the market. This study focuses on the Mystery Shopping process and the information it provides. Through qualitative interviews information was gathered which identifies Mystery Shopping as an approach where companies actively seek information withthe help of anonymous “shoppers”. This method is compared to other research methods in order to identify the characteristics of Mystery Shopping. The process contains several steps which are all crucial for the methods validity. If it is performed and handled correctly it cangive the company information on how it perf...